How a leading independent label integrated full-funnel strategies and cut cost by 53%

The Challenge: Scaling Performance Without Scaling Headcount

This independent label needed an agency-grade, repeatable playbook to consistently lower acquisition costs across its entire roster, without hiring a paid media specialist or adding headcount. The goal was to turn one-off campaign wins into a compounding, account-wide system.

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The Solution: The Full-Funnel Playbook

Built entirely in-house with Ctrl+Reach, the playbook follows a simple, repeatable sequence on top-performing campaigns:

Awareness → Email collection → Automated retargeting → Listener campaign

Emails, engaged audiences, and video views collected during the awareness phase are automatically retargeted via Ctrl+Reach, turning a single campaign into a compounding retargeting engine.

Account-Wide Cost per Listener

Applied consistently across dozens of campaigns, the playbook drove a steady, compounding decline in acquisition costs:

• First Quarter (before full-funnel): €0.65 per new listener
• Last Quarter (after full-funnel): €0.30 per new listener
• Result: -53% cost per listener, account-wide

On a single-market, same-song comparison (before vs. after), the decline reached -64% in cost per listener, with a top-performing campaign generating +122% more listener volume than a prior campaign without the full funnel.